An interesting article:
http://business.smh.com.au/business/maccas-ground-down-in-ethical-turf-war-20080820-3yvg.html
Maccas ground down in ethical turf war
<snip>
Since May McDonalds has been running ads promoting its tie-up with Rainforest Alliance, a New York non-profit organisation that ensures plantations adhere to strict environmental standards.
But the inclusion of the words "a fair deal for workers" accompanying South American coffee workers at the end of the ad raised the ire of the Fairtrade movement, which guarantees workers a minimum wage ahead of better environmental practices.
McDonalds aired the ad in good faith, having had the script approved by the alliance. A day later, though, having realised its mistake the alliance changed its mind and instructed McDonalds to replace "a fair deal for workers" with a "great deal for workers".
It took the restaurant chain five days to change the ad, said a spokeswoman, who fought back her frustration at being drawn into a spat between the two competing NGOs. "We have worked closely with them [the alliance]; we have been in consultation with them. An ad was approved and the next day we were asked to change it. Which we did," she said.
The wording in that ad led Fairtrades representatives to accuse McDonalds and the alliance of straying away from its core aim, which is to improve the environment, and of moving on to Fairtrades turf. McDonalds insists that the communication between Fairtrade and the company has only ever been supportive.
etc...
http://business.smh.com.au/business/maccas-ground-down-in-ethical-turf-war-20080820-3yvg.html
Maccas ground down in ethical turf war
<snip>
Since May McDonalds has been running ads promoting its tie-up with Rainforest Alliance, a New York non-profit organisation that ensures plantations adhere to strict environmental standards.
But the inclusion of the words "a fair deal for workers" accompanying South American coffee workers at the end of the ad raised the ire of the Fairtrade movement, which guarantees workers a minimum wage ahead of better environmental practices.
McDonalds aired the ad in good faith, having had the script approved by the alliance. A day later, though, having realised its mistake the alliance changed its mind and instructed McDonalds to replace "a fair deal for workers" with a "great deal for workers".
It took the restaurant chain five days to change the ad, said a spokeswoman, who fought back her frustration at being drawn into a spat between the two competing NGOs. "We have worked closely with them [the alliance]; we have been in consultation with them. An ad was approved and the next day we were asked to change it. Which we did," she said.
The wording in that ad led Fairtrades representatives to accuse McDonalds and the alliance of straying away from its core aim, which is to improve the environment, and of moving on to Fairtrades turf. McDonalds insists that the communication between Fairtrade and the company has only ever been supportive.
etc...
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